Airbnb - Social
Challenge
The social team tasked me with creating a new series highlighting Airbnb's prestigious "Designed by" category, which features homes designed or decorated by renowned architects and interior designers. I needed to develop a visual approach that would showcase these exceptional properties while maintaining connection to our established brand identity and increasing category awareness.
Strategy
I developed an approach that extended our television campaign aesthetic while shifting focus from guests to the architectural and design elements of each home. By treating each shoot as an immersive light study, we had photographers spend two full days capturing spaces throughout different times of day. This deliberate methodology produced intimate, authentically imperfect images that conveyed the true essence and soul of each designer home.
Impact
This organic social program measurably increased awareness of Airbnb Categories, with particular growth in recognition of the "Designed by" classification. The candid perspective and thoughtful framing helped viewers feel personally present in these exceptional spaces, driving higher engagement and interest in this premium property segment.
Role
Created and established the photo art direction for the entire program. Led benchmark shoots to develop the visual foundation and created comprehensive guidelines that enabled the social team to produce similar high-quality content independently, ensuring consistent execution while optimizing production resources.